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The Comeback Restaurant

Food & Bev

Hilton Corporate collaborated with Tenderling to develop a scalable sports bar brand that could be seamlessly implemented across multiple properties within their portfolio. The objective was to create a flexible brand identity for diverse audiences.

Outline map of North America with a large orange dot marking a central location in the United States, near the Great Lakes region.
A modern bar interior with three green barstools, a marble countertop, and shelves stocked with various bottles of alcohol, lit by three hanging round lights.

Approach

We designed a dynamic brand system that carries the energetic spirit of a modern Americana sports bar. From the naming strategy to the visual identity and voice, the brand was built to allow each hotel to infuse local character and storytelling while remaining anchored in a recognizable identity.

Services Provided

  • Brand Identity
  • Brand Language Development
  • F&B Menu Design
  • Marketing Collateral
  • Naming
  • Operational Collateral
  • Signage Design
  • Tone of Voice/Positioning
  • Brand Guidelines
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Four slides on a light blue background show a sports bar naming framework for Hilton, including titles, a goal statement, and an image of a football field with the text "On the Field.
A bar interior with two stools and a counter, featuring a large red sign displaying "CHAMPION THE DAY" over a faded image of athletes.
Logo for "The Comeback ATL Sports Bar & Grill" displayed on a glass window, with blurred lights and indoor setting in the background.
A cheeseburger with fries on a wooden board, a plate of glazed chicken wings, utensils, a drink cup, a menu, and napkins arranged on a speckled tabletop.
Five round coasters with motivational phrases such as "The Comeback" and "Go! Fight! Win!" are arranged on a wooden surface.
Four circular tokens are shown in pairs, each with the phrases “Go! Fight! Win!” or “The Comeback” in various colors and styles, displayed against a blue background.
A clipboard displaying a vintage photo of a woman swinging a golf club, overlaid with the text "The Comeback" in a yellow banner.
A happy hour promotional card stands in front of a plate of burgers and fries, with a person holding a wine glass in the background.
Brown textured surface with the words "The Comeback" embossed in a script font, centered within a rectangular border of vertical lines.
A set of business cards for "The Comeback ATL" featuring Bethany Anderson's contact details, with alternating dark blue and white backgrounds.
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